[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fsam-cooper":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":122,"head_links":123,"breadcrumbs":110,"posts":127,"pages":105,"head":446},"Sam Cooper","","I'm a Associate Director (Strategy) at Impression. My role involves working with a range of clients to optimise the performance of their online ad campaigns.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":29,"page_content_modules":84,"hero":106},"Associate Director (Strategy)","\u003Cp>Associate Director, Strategy. Joined Impression in August 2021.\u003C\u002Fp>\n\u003Cp>Before joining Impression, I completed a PhD in literature and taught at the University of Nottingham. I’ve written for, and edited, a range of academic journals and conferences internationally. I also author the annual review of contemporary British literary criticism for Oxford University Press, so I’m always happy to talk lit!\u003C\u002Fp>\n\u003Cp>I joined Impression because the digital marketing space offers opportunities to put my particular admixture of skills and experiences to work in new and interesting ways. More than that, though, I’m here because Impression is a great place to work.\u003C\u002Fp>\n\u003Cp>My role involves working with a range of clients to optimise the performance of their online ad campaigns.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I won awards for my university-level teaching, which I’m very proud of. I received a late diagnosis of ADHD at 30, and I’m proud of the career and education outcomes I achieved despite the severe disruptions caused by unmanaged ADHD. I’m a vocal advocate for mental health, and better understanding neurodiversity.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I have a pug named Cabbage who does his very best to adorably monopolise my time out of work. When I’m not catering to his whims, I enjoy writing (creatively or otherwise) and you’ll most often find me chaotically cooking & baking gluten-free food, burning time on video games, or working out.\u003C\u002Fp>\n",[13],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},169,"98","2020-12-17 10:02:30","Paid Media","publish","closed","paid-media","2026-06-15 15:58:53",0,"\u002F?page_id=169","page","0","raw","\u002Fpaid-media\u002F",{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":45},9194,"Sam-Cooper","HRfvyhvp-Sam-Cooper.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress%2Cformat&q=90","\u002Fsam-cooper\u002F","12","sam-cooper","inherit","2021-08-25 11:47:19","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":73,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":75,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":78,"11_col-width":79,"11_col-height":68,"staff_image_696_600":80,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":81,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[85],{"acf_fc_layout":86,"reduced":87,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":88,"posts":89},"author_posts",true,"Sam Cooper’s posts",{"data":90,"pages":105},[91],{"type_key":92,"title":93,"excerpt":94,"to":95,"postedAt":96,"readingTime":97,"image":98,"authors":99,"category":102},"post","Google Analytics 4 checklist","\u003Cp>With the switch from Universal Analytics to Google Analytics 4 fast approaching, we’ve created this checklist to help you prepare. It’s in order of priority and has taken into consideration that some tasks are dependent on others. We’ve differentiated between the tasks that are accessible and those that will require specialist support, and we advise […]\u003C\u002Fp>\n","\u002Fblog\u002Fgoogle-analytics-4-checklist\u002F","2023-07-06T09:17:51",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[100],{"name":4,"image":101},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":103,"name":104},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement","1",{"type":107,"style":108,"title":109,"heading":4,"intro":11,"services":12,"breadcrumbs":110,"photo":46,"social":122},"author","dark","Meet the Team",[111,114,117,120],{"path":112,"name":113},"\u002F","Home",{"path":115,"name":116},"\u002Fabout\u002F","About Us",{"path":118,"name":119},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":121,"name":4},null,{"twitter":5,"linkedin":5},[124],{"rel":125,"href":126},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fsam-cooper\u002F",[128],{"id":129,"date":130,"date_gmt":130,"guid":131,"modified":96,"modified_gmt":96,"slug":133,"status":19,"type":92,"link":95,"title":134,"content":135,"excerpt":138,"author":139,"featured_media":140,"comment_status":20,"ping_status":20,"sticky":137,"template":5,"format":141,"meta":142,"categories":145,"collections":147,"coauthors":148,"class_list":150,"acf":158,"head_links":159,"breadcrumbs":160,"url_path":95,"search_description":144,"featured_image_urls":167,"authors":202,"type_nicename":211,"reading_minutes":97,"category":212,"yoast_title":143,"yoast_meta":214,"yoast_json_ld":271,"_links":396},23032,"2023-05-18T15:52:25",{"rendered":132},"\u002F?p=23032","google-analytics-4-checklist",{"rendered":93},{"rendered":136,"protected":137},"\n\u003Cp>With the switch from Universal Analytics to Google Analytics 4 fast approaching, we’ve created this checklist to help you prepare. \u003C\u002Fp>\n\n\n\n\u003Cp>It’s in order of priority and has taken into consideration that some tasks are dependent on others. We’ve differentiated between the tasks that are accessible and those that will require specialist support, and we advise you to lean on your internal data team or external agency partner for help.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2023\u002F05\u002FImpression_GA4_Checklist.pdf\">\u003Cspan style=\"text-decoration: underline;\">Download your copy of the checklist by clicking here or view it below.\u003C\u002Fspan>\u003C\u002Fa>\u003C\u002Fstrong> 👈\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Ensure website tagging is \u003Cem>GA4-ready\u003C\u002Fem> (via Google Tag or GTM) \u003Cfont color=\"orange\">[specialist]\u003C\u002Ffont>\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"2\">\n\u003Cli>\u003Cstrong>In admin settings, check that your data stream is sending information to the GA4 property [\u003Cfont color=\"green\">accessible\u003C\u002Ffont>, \u003Cfont color=\"orange\">specialist\u003C\u002Ffont> support may be required if it’s not working]\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"3\">\n\u003Cli>\u003Cstrong>Set up relevant Google product links \u003Cfont color=\"green\">[accessible]\u003C\u002Ffont>\u003C\u002Fstrong> \u003Cspan style=\"color: initial; font-family: -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, Oxygen-Sans, Ubuntu, Cantarell, "Helvetica Neue", sans-serif;\"> \u003C\u002Fspan>\u003Cul>\u003Cli>Ads and\u002For Search Ads 360\u002FDisplay & Video 360\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>*Search Console\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>*Merchant Center\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>*BigQuery\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>*Play\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"4\">\n\u003Cli>\u003Cstrong>Configure your attribution settings \u003Cfont color=\"green\">[accessible]\u003C\u002Ffont>\u003C\u002Fstrong> \u003Cul>\u003Cli>Attribution model (use Cross-Channel Data-Driven)\u003C\u002Fli>\u003C\u002Ful>\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Look-back window (use maximum time, unless you have a specific reason to narrow it)\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"5\">\n\u003Cli>\u003Cstrong>*Enable key GA4 features, if you’re happy to do so \u003Cfont color=\"green\">[accessible]\u003C\u002Ffont>\u003C\u002Fstrong> \u003Cul>\u003Cli>Google Signals for audience exports and cross-platform reporting\u003C\u002Fli>\u003C\u002Ful>\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Enhanced Event Measurement to automatically collect user journey data\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"6\">\n\u003Cli>\u003Cstrong>*Check that the \u003Cem>events \u003C\u002Fem>section is populated with everything you want to track  [checking is \u003Cfont color=\"green\">accessible\u003C\u002Ffont>, repopulating\u002Fcustomising likely needs \u003Cfont color=\"orange\">specialist\u003C\u002Ffont> support]\u003C\u002Fstrong> \u003Cul>\u003Cli>Mark relevant events as conversions\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\n\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Check that your purchase event data aligns with your expectations (especially in revenue terms)\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"7\">\n\u003Cli>\u003Cstrong>Import your GA4 conversions to Google Ads as \u003Cem>secondary\u003C\u002Fem> conversions to quality check their data. Aim to use these as your primary conversion actions before July 1st. \u003Cfont color=\"green\">[accessible]\u003C\u002Ffont>\u003C\u002Fstrong> \u003Cul>\u003Cli>\u003Cem>(There might be some people using the Google Ads tag with Enhanced Conversions who want to continue to use that, which is a completely valid choice)\u003C\u002Fem>\u003C\u002Fli>\u003C\u002Ful>\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"8\">\n\u003Cli>\u003Cstrong>Build audiences ASAP to start collecting data ahead of July 1st, as they are not retroactive. If you build them after July 1st, they will not be immediately usable. \u003Cem>(Note: max 100 audiences per GA4 property. However, you can always archive old audiences to build new ones)\u003C\u002Fem> \u003Cfont color=\"green\">[accessible]\u003C\u002Ffont>\u003C\u002Fstrong>\u003Cul>\u003Cli>Remarketing audiences (e.g.) High engagement without purchase \u002F cart abandonment \u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Exclusion audiences (e.g.) Recent purchasers\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Reporting audiences (to use with comparisons) (e.g.) Specific sequential on-site actions, to monitor site flow\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"9\">\n\u003Cli>\u003Cstrong>*Access the report library to tailor your GA4 interface \u003Cfont color=\"green\">[accessible]\u003C\u002Ffont>\u003C\u002Fstrong> \n\u003Cul class=\"wp-block-list\">\n\u003Cli>Explore the default report templates. Some templates will be created based on your linked accounts (like Search Console)\u003C\u002Fli>\n\n\n\n\u003Cli>Create custom reports that answer specific questions, or offer insights relevant to broader business objectives. Keep these simple and succinct.\u003C\u002Fli>\n\n\n\n\u003Cli>Create \u003Cem>collections \u003C\u002Fem>in the report library – this enables you to group sets of reports together, and they will appear under subtitles in the navigation bar in a similar style to the Universal Analytics UI\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"10\">\n\u003Cli>\u003Cstrong>*Build Exploration templates that will be useful for deeper analyses in the future (or just for the sake of limit testing GA4!) \u003Cfont color=\"green\">[accessible]\u003C\u002Ffont>\u003C\u002Fstrong>  \n\n\n\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>We highly recommend that eCommerce businesses build a simple Exploration to show revenue alongside the \u003Cem>Default Channel Group \u003C\u002Fem>and\u002For \u003Cem>Source\u002FMedium \u003C\u002Fem>dimensions. \u003Cstrong>Don’t \u003C\u002Fstrong>use the variations of these dimensions that have prefixes like “\u003Cem>Session\u003C\u002Fem>” or “\u003Cem>User.\u003C\u002Fem>”\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>This exploration shows you revenue through the lens of GA4’s Data-Driven Attribution, which gives a better idea of multi-touch journeys than last click.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>When using UA, you might have developed a habit of checking the channel group or source\u002Fmedium reports to review grouped channel performance. In GA4, the base “Session Acquisition” report still uses last non-direct click data because it is session-scoped rather than event-scoped.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Make sure you’re taking full advantage of GA4’s attribution model by instead leaning on our recommended Exploration to review channel performance. This uses event-scoped data, which is the beating heart of GA4.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"11\">\n\u003Cli>\u003Cstrong>*If you understand and accept the privacy implications, set up Google’s Consent Mode, which will allow GA4 to start modelling data lost to users that decline cookies. This is really valuable information that can impact decision-making \u003Cfont color=\"orange\">[specialist]\u003C\u002Ffont> \u003C\u002Fstrong>\u003Cul>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F11161109?hl=en\">Read up on how the data modelling works\u003C\u002Fa> – it’s a good methodology, but it is still a model. Some stakeholders may require an explanation or justification\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>You can compare modelled data with your actual overall business data to establish a sense of the model’s accuracy\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"12\">\n\u003Cli>Understand the\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F11986666?\"> different ways that GA4 and UA\u003C\u002Fa> calculate and display information [accessible]\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>\u003Cem>\u003Cstrong>*these deliverables could wait until after the switch, but it’s best practice to have them in place now.\u003C\u002Fstrong>\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>If you have any questions or require support ahead of the switch on the 1st of July, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team. For more Google Analytics 4 resources, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F\">click here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Fol>\n",false,{"rendered":94,"protected":137},88,23033,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":143,"_yoast_wpseo_metadesc":144,"inline_featured_image":137,"footnotes":5},"Google Analytics 4 checklist | Impression","With the switch from Universal Analytics to Google Analytics 4 fast approaching, we’ve created this downloadable checklist to help you prepare.",[146],41,[],[149],173,[151,92,152,153,154,155,156,157],"post-23032","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-measurement",[],[],[161,162,165,166],{"path":112,"name":113},{"path":163,"name":164},"\u002Fblog\u002F","Blog",{"path":103,"name":104},{"path":121,"name":93},{"thumbnail":168,"medium":170,"medium_large":172,"large":174,"1536x1536":178,"2048x2048":180,"post-thumbnail":182,"12_col":184,"default_landscape":186,"default_portrait":188,"6_col_and_margin_short":190,"11_col_and_margin":192,"9_col_rectangle":194,"11_col":196,"staff_image_696_600":198,"rectangular_thumbnail":200},{"url":98,"width":169,"height":169},640,{"url":171,"width":49,"height":49},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&fit=scale&h=151&q=90&w=200",{"url":173,"width":52,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&fit=scale&h=579&q=90&w=768",{"url":175,"width":176,"height":177},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":179,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&fit=scale&h=1158&q=90&w=1536",{"url":181,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&fit=scale&h=1544&q=90&w=2048",{"url":183,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":185,"width":67,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":187,"width":70,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":189,"width":44,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":191,"width":64,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":193,"width":74,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":195,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":197,"width":79,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":199,"width":43,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":201,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[203],{"id":139,"path":204,"display_name":4,"job_title":10,"description":6,"avatar_url":101,"acf":205},"\u002Fabout\u002Four-team\u002Fsam-cooper\u002F",{"job_title":10,"full_bio":11,"specialist_service_links":206,"photo":209},[207],{"page":208,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":210},{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":73,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":75,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":78,"11_col-width":79,"11_col-height":68,"staff_image_696_600":80,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":81,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},"Article",[213],{"id":146,"name":104,"path":103},[215,217,219,222,224,227,230,232,234,236,239,242,245,248,251,254,257,259,260,263,266,269],{"property":216,"content":143},"title",{"property":218,"content":144},"description",{"name":220,"content":221},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":125,"content":223},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fgoogle-analytics-4-checklist\u002F",{"name":225,"content":226},"og:locale","en_GB",{"property":228,"content":229},"og:type","article",{"property":231,"content":143},"og:title",{"property":233,"content":144},"og:description",{"property":235,"content":223},"og:url",{"property":237,"content":238},"og:site_name","Impression",{"property":240,"content":241},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":243,"content":244},"article:published_time","2023-05-18T15:52:25+00:00",{"property":246,"content":247},"article:modified_time","2023-07-06T09:17:51+00:00",{"property":249,"content":250},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fopen-graph-google-analytics-4-checklist.png?auto=compress%2Cformat",{"property":252,"content":253},"og:image:width",1200,{"property":255,"content":256},"og:image:height",630,{"property":258,"content":39},"og:image:type",{"property":107,"content":4},{"property":261,"content":262},"twitter:card","summary_large_image",{"property":264,"content":265},"twitter:image","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fopen-graph-google-analytics-4-checklist.png?auto=compress%2Cformat&q=90",{"property":267,"content":268},"twitter:creator","@impressiontalk",{"property":270,"content":268},"twitter:site",{"@context":272,"@graph":273},"https:\u002F\u002Fschema.org",[274,288,297,301,315,325,391],{"@type":211,"@id":275,"isPartOf":276,"author":277,"headline":93,"datePublished":244,"dateModified":247,"mainEntityOfPage":279,"wordCount":280,"publisher":281,"image":283,"thumbnailUrl":285,"articleSection":286,"inLanguage":287},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fgoogle-analytics-4-checklist\u002F#article",{"@id":223},{"name":4,"@id":278},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F7ab7b79ee6bdc3c2594ae2b8acbfdbe2",{"@id":223},767,{"@id":282},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":284},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fgoogle-analytics-4-checklist\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&q=90",[104],"en-GB",{"@type":289,"@id":223,"url":223,"name":143,"isPartOf":290,"primaryImageOfPage":292,"image":293,"thumbnailUrl":285,"datePublished":244,"dateModified":247,"description":144,"breadcrumb":294,"inLanguage":296},"WebPage",{"@id":291},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":284},{"@id":284},{"@id":295},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fgoogle-analytics-4-checklist\u002F#breadcrumb","en",{"@type":298,"inLanguage":287,"@id":284,"url":285,"contentUrl":285,"width":299,"height":300},"ImageObject",3056,2304,{"@type":302,"@id":295,"itemListElement":303},"BreadcrumbList",[304,308,311,314],{"@type":305,"position":306,"name":113,"item":307},"ListItem",1,"https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":305,"position":309,"name":164,"item":310},2,"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":305,"position":312,"name":104,"item":313},3,"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fmeasurement\u002F",{"@type":305,"position":97,"name":93},{"@type":316,"@id":291,"url":307,"name":238,"description":5,"publisher":317,"inLanguage":287,"potentialAction":319},"WebSite",{"@id":318},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":320,"target":321,"query-input":324},"SearchAction",{"@type":322,"urlTemplate":323},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":326,"@id":318,"name":238,"url":307,"logo":327,"image":332,"sameAs":333,"@context":337,"email":338,"foundingDate":339,"legalName":340,"vatID":341,"description":342,"telephone":343,"address":344,"location":351,"areaServed":384},"Organization",{"@type":298,"inLanguage":287,"@id":328,"url":329,"contentUrl":329,"width":330,"height":331,"caption":238},"https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[334,335,336],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":345,"streetAddress":346,"addressLocality":347,"addressRegion":348,"postalCode":349,"addressCountry":350},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[352,361,373],{"@type":353,"name":354,"geo":355,"address":359,"photo":332,"telephone":360},"Place","Impression Digital - Nottingham",{"@type":356,"latitude":357,"longitude":358},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":345,"streetAddress":346,"addressLocality":347,"addressRegion":348,"postalCode":349,"addressCountry":350},"+44 01158 242 212",{"@type":353,"name":362,"geo":363,"address":366,"photo":371,"telephone":372},"Impression Digital - London",{"@type":356,"latitude":364,"longitude":365},"51.50237208377361","-0.09229841534284115",{"@type":345,"streetAddress":367,"addressLocality":368,"addressRegion":369,"postalCode":370,"addressCountry":350},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":353,"name":374,"geo":375,"address":378},"Impression Digital - New York",{"@type":356,"latitude":376,"longitude":377},"40.726722746949","-74.00527778220652",{"@type":345,"streetAddress":379,"addressLocality":380,"addressRegion":381,"postalCode":382,"addressCountry":383},"160 Varick St","New York","NY","10013","USA",[385,388,390],{"@type":386,"name":387},"Country","Worldwide",{"@type":386,"name":389},"GBR",{"@type":386,"name":383},{"@type":392,"@id":393,"name":4,"image":394,"description":6,"url":126},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F7ab7b79ee6bdc3c2594ae2b8acbfdbe2",{"@type":298,"inLanguage":287,"@id":395,"url":8,"contentUrl":8,"caption":4},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=964a840e780501aa1dd9c1c80fb0a33200",{"self":397,"collection":407,"about":410,"author":413,"replies":416,"version-history":419,"predecessor-version":423,"wp:featuredmedia":427,"wp:attachment":430,"wp:term":433,"curies":442},[398],{"href":399,"targetHints":400},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F23032",{"allow":401},[402,403,404,405,406],"GET","POST","PUT","PATCH","DELETE",[408],{"href":409},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts",[411],{"href":412},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftypes\u002Fpost",[414],{"embeddable":87,"href":415},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fusers\u002F88",[417],{"embeddable":87,"href":418},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=23032",[420],{"count":421,"href":422},40,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F23032\u002Frevisions",[424],{"id":425,"href":426},23914,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F23032\u002Frevisions\u002F23914",[428],{"embeddable":87,"href":429},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F23033",[431],{"href":432},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=23032",[434,437,440],{"taxonomy":435,"embeddable":87,"href":436},"category","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=23032",{"taxonomy":438,"embeddable":87,"href":439},"collections","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=23032",{"taxonomy":107,"embeddable":87,"href":441},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=23032",[443],{"name":444,"href":445,"templated":87},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",{"title":447,"script":448,"meta":460,"link":473},"Sam Cooper | Associate Director, Strategy | Impression",[449],{"type":450,"key":451,"innerHTML":452},"application\u002Fld+json","yoast-json-ld",{"@context":272,"@graph":453},[454,457],{"@id":393,"@type":392,"name":4,"url":-1,"sameAs":-1,"image":455,"description":6,"jobTitle":10,"knowsAbout":18,"hasCredential":5,"gender":5,"worksFor":456},{"@type":298,"inLanguage":287,"@id":395,"url":8,"contentUrl":8,"caption":4},{"@id":318},{"@type":326,"@id":318,"name":238,"url":307,"logo":458,"image":332,"sameAs":459,"@context":337,"email":338,"foundingDate":339,"legalName":340,"vatID":341,"description":342,"telephone":343},{"@type":298,"inLanguage":287,"@id":328,"url":329,"contentUrl":329,"width":330,"height":331,"caption":238},[334,335,336],[461,462,463,465,466,468,469,471,472],{"name":220,"content":221},{"property":225,"content":226},{"property":228,"content":464},"profile",{"property":231,"content":447},{"property":235,"content":467},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fabout\u002Four-team\u002Fsam-cooper\u002F",{"property":237,"content":238},{"property":249,"content":470},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress&fit=fit&fm=jpg&h=500&q=90&w=500",{"name":261,"content":262},{"name":270,"content":268},[]]